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The Perceptions and Purchase Intentions of Health Food Consumers

건강기능식품에 대한 인식 및 구매의도 연구

  • Lee, Jeung-Yun (School of Food Sciences, College of Health Industry, Eulji University) ;
  • Chae, Soo-Kyu (School of Food Sciences, College of Health Industry, Eulji University) ;
  • Kim, Kyu-Dong (Health Industry Distribution, School of Medical Industry, Eulji University)
  • 이정윤 (을지대학교 보건산업대학 식품과학부) ;
  • 채수규 (을지대학교 보건산업대학 식품과학부) ;
  • 김규동 (을지대학교 의료산업학부 보건산업유통학)
  • Received : 2010.08.19
  • Accepted : 2010.12.10
  • Published : 2011.02.28

Abstract

We investigated consumer perceptions of and purchase intentions for health foods. Data were collected from 454 adults over the age of 20 years living in Seoul and Gyeonggi province, from May 10 to June 5, 2010. Those that "hardly ever drink" (41.4%) were most prevalent in terms of drinking activity, whereas 80.8% of respondents did not smoke. Also, those who responded "hardly ever exercise" ranked highest; although 43.8% in fact exercised frequently. Of all respondents, 44.5% admitted to suffering slightly from stress. A total of 59.5% of respondents opined "I am healthy but I do worry about health", and "exercise" topped the list of approved (37.2% of respondents) health care methods. We also found that 83.5% of respondents claimed to have tried health foods, whereas in the case of having no taking experience, 60% had not purchased such foods because, in their view, this was unnecessary. The extent of concerns about health foods scored 3.09, and the level of purchase intentions for health food was high, with a score of 3.40. Therefore, all of government, producers, distributors, and academic researchers must provide consumers with accurate and complete information, and need to collaborate in the development of consumer education programs on health foods. This will enhance consumer interest in such foods, and empower logical choices.

본 연구는 소비자들의 건강기능식품에 대한 인식과 구매 의도를 조사하기 위하여 수행되었다. 연구를 위한 자료는 서울 및 경기 지역 거주 만 20세 이상의 성인 남녀 454명을 대상으로 2010년 5월 10일부터 6월 5일까지 수집되었다. 결과를 요약하면 첫째, 건강관리행동에 있어 음주빈도는 '거의 안 마신다'(41.4%), '월 1-2회'(27.8%) 등의 순이었고, 흡연량은 '안 피운다'는 응답이 80.8%로 월등히 많았다. 운동빈도는 '거의 안함'(43.8%), '주 2회 이하'(30.0%) 등의 순이었고, 스트레스는 '어느정도 받는다'는 응답이 44.5%로 가장 많았다. 건강에 대한 인식은 '건강하지만 걱정하는 편'이라는 응답이 59.5%로 가장 많았는데 '질병이 있다'는 응답도 14.5%나 되었다. 끝으로 '운동'을 통해 건강을 관리한다는 응답이 37.2% 가장 많았고, '특별히 건강관리를 하지 않는다'(26.2%)는 응답이 뒤를 이었다. 둘째, 건강기능 식품 '복용경험이 있다'고 응답한 사람은 83.5%로 높게 나타났고, 복용경험이 없는 경우, '필요성을 느끼지 못해서'(60%), '의문스러운 효과 때문'(16%) 등이 주요한 이유였다. 셋째, 건강기능식품에 대한 인식은 '인증제도가 필요'(4.44), '질병예방에 도움'(3.60), '전문판매점이 필요'(3.59) 등의 항목에 순서대로 높은 동의를 보였다. 반면에 '부작용이 없음'(2.15), '질병치료 효과가 있음'(2.58) 등의 항목에는 부정적인 태도를 보였다. 넷째, 건강기능식품에 대한 관심도는 3.09로 별로 높지 않았으나 향후 구매의도는 3.40으로 다소 높게 나타났다. 이상의 결과를 놓고 볼 때, 많은 소비자들이 건강기능식품을 복용하고 있으나 부작용을 우려하고 있고 질병치료효과나 노화방지효과 등에 대해서 부정적 태도를 보이고 있으며 또한 관심도도 별로 높지 않은 편이다. 따라서 소비자들의 우려를 불식시키고 관심도를 제고하기 위해, 품질을 개선하고 제품에 관한 충분하고 정확한 정보를 제공하며 또한 인증제도의 정착 및 홍보를 위한 소비자 교육프로그램을 시급히 마련해야 할 것이다.

Keywords

References

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